Study On Development Strategy For Bank Of Communications Qinhuangdao Branch

With the deepening of reform and opening up and socialist market economy, Chinesecommercial banks and development of existing business models continue to impact andchallenges. Only accelerate the pace of strategic transformation in order to obtain thesurvival and development of space.As a second level branch of the largestate-owned commercial banks, Qinhuangdao branch of Bank of communications is amicrocosm of the grass-roots financial institutions in China.The present managementsituation, the difficulties in the development and the prospects in the futurehas the typical representative.Firstly, this paper uses the strategic management theory, marketing theory,information management theory based on the past strategic and historical data, startingfrom the macro environment and industry environment analysis branch of the externalenvironment. The analysis of internal environment of the Qinhuangdao branch of Bank ofCommunications are from the business situation, benefit, asset quality, humanresources, information technology, organizational structure and corporate culture.Secondly, through the analysis of the internal and external environmentanalysis, summed up the future development, advantages and disadvantages, opportunitiesand threats. Prediction is analyzed by linear regression method of branch deposits, loansand intermediary business income, the forecast data in the future four years.Finally, in the basis of qualitative and quantitative analysis, put forward thefuture development strategy of branch, formulated the strategy and strategicobjectives, combined with external environment and their own situation, choosethe combination strategy of cost leadership and differentiation of combining. In order toimplement this strategy, which is further subdivided into the human resourcesstrategy, customer service strategy, product strategy, brand strategy, enterprise culturestrategy, and riskmanagement strategy refinement strategy. In order to facilitate theimplementation of the above strategies, put forward a series of counter measures andspecific safeguard measures. The innovations of this paper are put forward combined strategy of cost leadershipand differentiation of combining. The strategy pattern is the general characteristics andoperating rules based on the primary branch and face the strategic scheme of terminalcustomers, and closely combining the particularity of the competitive environment ofthe grass-roots branches. Therefore, the strategy can well promote the implementation ofthe strategy of the feasibility and operability.